Keep Knowledgeable
Get Business Information In Your Inbox…
Signal Up At the moment
Outfit7 has been in enterprise for 15 years, throughout which period it has developed its Speaking Tom & Associates franchise right into a cellular gaming behemoth.
Fashioned in 2009, after efficiently rising the IP, the developer was acquired by United Luck Consortium and swiftly bought on to Chinese language chemical agency Zhejiang Jinke Leisure Tradition in a €1 billion deal.
With 20 titles in its present portfolio and over 24 billion downloads, the IP has continued to face the take a look at of time and the corporate has no plans of slowing down anytime quickly.
On this interview, we communicate with Outfit7’s senior VP of distribution and enterprise intelligence Jernej Česen who discusses the developer’s mission, the way it’s overcome the challenges with sustaining a franchise for the long-term, and the rising hyperlink between video games and different media.
PocketGamer.biz: It’s Outfit7’s fifteenth anniversary. How do you mirror on the 15-year journey?
Jernej Česen: Like many firms in gaming, we’ve had our ups and downs. At the beginning, we had been fortunate to be in the appropriate place on the proper time, with many possibilities to develop. Most significantly, we centered on the wants of our workforce and gamers, and we stayed true to our goal: creating memorable experiences that look, play, and really feel good.
This focus has pushed us and helped us change into probably the most profitable gaming manufacturers of the last decade. For 10 years in a row, Outfit7 has ranked within the record of prime 10 publishers worldwide on iOS and Google Play for sport downloads. During the last 15 years, we’ve confronted challenges, however our continued success reveals we’re on the appropriate path.
How has your development developed through the years? Have been there key moments that marked vital shifts?
Initially, our founders had a giant imaginative and prescient: to create one thing new. They didn’t wish to comply with tendencies; they needed to set them. And the launch of Speaking Tom was an enormous a part of that.
It wasn’t nearly making an app – it was about bringing a personality to life, one with persona and attraction. After which Tom launched the world to his associates, every with their very own distinctive traits that appealed to completely different followers.
Over time, we added runner video games to our portfolio, permitting us to attach with a a lot bigger viewers whereas nonetheless providing our widespread digital pet video games. We introduced our characters into this style, introducing runner mechanics to followers who had been already invested in our model.
This method not solely attracted new customers to our model but additionally helped your complete runner phase develop by over 20%. We made runner video games accessible to gamers who hadn’t engaged with them earlier than, increasing our neighborhood and creating extra enjoyable for everybody!
One other key shift for us was getting into the Chinese language market. To verify we saved the standard of our merchandise excessive, we determined to enter on our personal, publishing our video games ourselves and constructing the ecosystem we needed. We additionally noticed development in different markets, like Brazil and India, and used a singular method for every one, at all times placing high quality first.
All through this journey, we’ve realized to combine our ardour with good planning. Early on, we knew that we shouldn’t put out video games to hit targets. As an alternative, we centered on our principal purpose: making high-quality merchandise that we’re happy with. We saved creating merchandise that look good, play nicely, and really feel good. This focus is what has helped us develop.
How has your viewers grown and developed over time?
From the start, we aimed to construct a loyal viewers. We didn’t simply wish to make nice video games; we needed to create a spot the place folks of all ages may have enjoyable for years. Speaking Tom grew to become widespread rapidly, attracting tens of millions of gamers, however we didn’t cease there. We reached out to complete households, together with older gamers who loved spending time with our video games. This connection throughout generations has helped our viewers develop and strengthen over time.
“At the moment, our viewers goes far past sport gamers. It contains individuals who watch our movies, play with our toys, and join with our model in many alternative methods.”
Jernej Česen
At the moment, our viewers goes far past sport gamers. It contains individuals who watch our movies, play with our toys, and join with our model in many alternative methods. Our dedication to giving again has additionally helped us attain new individuals who share our values.
We’ve constructed playgrounds for underserved children, partnered with organisations to create significant work for folks with disabilities, and began coding packages. For us, rising our viewers means constructing a neighborhood that brings enjoyable, assist, and optimistic change.
Our workforce has grown, too, with devoted workers who consider in our mission. We have now low turnover as a result of we fastidiously rent individuals who share our values, and we spend money on their development, serving to them develop their abilities alongside our model. Collectively, our workers and audiences have formed a powerful, related neighborhood that retains us transferring ahead.
There have been many modifications and {industry} challenges over the previous 15 years, notably lately. How has Outfit7 responded to those challenges?
We have now constantly responded to {industry} challenges with a proactive and modern method. As a pacesetter within the digital pet sport style, holding a 65% market share, and with a powerful presence within the runner style, Outfit7 has not solely sustained however expanded its place by steady enhancement of its video games.
Common updates to current titles are key to sustaining high-quality, participating participant experiences. A terrific instance is the Tenth-anniversary celebrations for My Speaking Tom, which noticed 49 million gamers becoming a member of in, underscoring the sport’s lasting enchantment.
We’ve additionally addressed {industry} challenges by introducing new mechanics and IPs to diversify our portfolio. For instance, the mix of exploration and digital pet gameplay in My Speaking Hank: Islands demonstrates how we’re pushing the boundaries of established genres to supply contemporary experiences.
Moreover, we’ve ventured into new genres with titles like Mythic Legends, a technique RPG crafted to satisfy evolving participant preferences. This relentless pursuit of innovation retains us on the forefront of the leisure {industry}.
“For us, it’s not nearly bringing new customers in – it’s about maintaining them engaged long-term.”
Jernej Česen
For us, it’s not nearly bringing new customers in – it’s about maintaining them engaged long-term. Throughout COVID, whereas many firms centered on buying new gamers, we prioritised enhancing the expertise for many who joined.
We made a acutely aware resolution to provide customers limitless in-game forex in our Tamagotchi-style video games, for instance, providing them an opportunity to discover all of the attainable content material within the video games.
We launched frequent updates and launched contemporary options to supply gamers with a richer, extra satisfying expertise. Somewhat than focusing purely on numbers, we invested in high quality and worth, which allowed us to construct lasting connections with our viewers.
What are you able to inform us about constructing your model, and what recommendation would you supply to others?
The very best recommendation is to remain true to your core however adapt as wanted. Give attention to folks – your viewers and your workforce. An organization’s success is constructed on the expertise and keenness of its folks. We’ve realized probably the most by surrounding ourselves with people who deliver contemporary concepts and new views.
Considered one of our core ideas within the firm is to rent people who find themselves higher than us, which provides everybody an opportunity to develop and evolve.
Constructing a model is a journey that generally includes powerful selections and sudden turns. As you navigate this path, it’s vital to stay grounded in your ideas. When you might encounter new concepts or alternatives that appear interesting, at all times guarantee they align along with your core values.
By being versatile and open to studying alongside the way in which, you may enrich and evolve your model meaningfully. This method is our manner, and it helps us preserve our model contemporary, related, and true to who we’re.
What position does IP play, and the way vital is it to reach in the present day’s market?
IP is an important ingredient. It’s greater than logos or recognisable components; it’s the philosophy and values behind them.
A powerful IP resonates with folks on a deeper stage, and if a model’s values are genuine and relatable, audiences will join emotionally. This connection is what retains them engaged and constant.
You talked about Speaking Tom celebrating its Tenth anniversary final yr. How do you retain it contemporary and related?
Conserving it contemporary and related isn’t a couple of secret recipe; it’s about constructing sturdy emotional connections. Our followers join deeply and personally with the Speaking Tom & Associates characters. Whereas that emotional bond is important, staying in tune with tendencies can also be key.
“Conserving it contemporary and related isn’t a couple of secret recipe; it’s about constructing sturdy emotional connections.”
Jernej Česen
We’re at all times exploring new methods to have interaction our viewers, and followers are in for a deal with this November with the anniversary replace of My Speaking Angela 2! Gamers will quickly have the ability to step into the position of Speaking Angela’s private stylist with the sport’s new Style Editor function. This thrilling addition lets followers design customized outfits for Angela, permitting them to precise their creativity and magnificence.
Utilizing a 360-degree view, they’ll create, save, and blend and match their distinctive trend items in Angela’s wardrobe for countless enjoyable and personalisation. For us, it’s all about giving our gamers contemporary, significant methods to attach with the characters they love.
Past video games, transmedia is gaining recognition. What position does it play for you?
I see transmedia as a pleasant, contemporary buzzword. I consider that we’ve been dwelling it because the starting; it’s been a guideline for us from the beginning.
For the previous 15 years, we’ve achieved greater than comply with tendencies or department out for the sake of it. Each interplay with Speaking Tom – whether or not by video games, movies, or toys – stays true to our model’s id and values, making a unified, significant expertise.
Serious about it, I’d say it’s extra about trans-industry – mixing complementary and likewise out-of-the-box industries with our imaginative and prescient. For instance, our latest partnership with Kobi, a studying app designed to assist younger readers, reveals how we prolong our values past gaming.
By backing Kobi’s international launch, we’re increasing into new areas whereas staying aligned with our core mission. This method retains all the things we do related to our ideas and concepts, constructing a cohesive, lasting ecosystem.
Lastly, is there something we must always look out for from Outfit7 within the close to future?
This {industry} modifications each day, so staying versatile whereas remaining true to our core is important. Because the {industry} evolves, so does Outfit7. For us, which means specializing in what issues most – creating memorable experiences whereas bringing in contemporary expertise and new concepts.
“Just like the butterfly impact, even small modifications we make in the present day can result in large, stunning impacts tomorrow.”
Jernej Česen
We’re celebrating large milestones, just like the upcoming Tenth anniversary of My Speaking Angela, refreshing fan-favourite video games, inventing new sport mechanics, and even increasing into films, theme parks, and bodily merchandise.
At Outfit7, there’s at all times one thing thrilling on the horizon. Just like the butterfly impact, even small modifications we make in the present day can result in large, stunning impacts tomorrow. What we’re constructing now may utterly rework the expertise sooner or later, so keep tuned!